There are usually 3 or 4 decision makers involved in the purchase of a managed service. These people can be CIO, CISO, Network manager, Operations managers, security architect, procurement and finance. How can you work out the titles of the people in existing large companies who were the decision makers / influencers so you sought out the right people to market to?
This presentation gives a brief overview of what a 100 day complex sales marketing consultancy plan would look like.
1. 1
The Complex sales cycle for SaaS
How to create influencers and advocates network
2. 2
CIO
Security
Architect
CISO
Network
Operations
Manager
Question 1: The complex and large organization sales challenge
“There are usually 3 or 4 decision makers involved in the purchase of a managed service, not including the financial
and legal functions. These people can be CIO, CISO, Network manager, Operations managers, Security architect,
Procurement and finance. We should really have worked out the titles of the people in our existing customers who were the
decision makers / influencers so we sought out the right people!”
How would you find all of these people, how would you start communicating with them?
How would you continue communicating with them?
How would you meet them?
How would you then carry on the relationship until there were in a position to buy from us?
How and what would be the best channels market to them?
Why would it work?
What would 100 days marketing consultancy plan look like?
3. 3
Think of each large complex sale as a royal family
tree. Some are influencers to the sales cycle,
while others are advocates.
Identifying who is who is vital a long sales cycle,
where members of both your company and you
clients can leave their role, leaving your sales
efforts at a dead end.
4. 4
Coming together is a beginning;
keeping together is progress; working
together is success.
— Henry Ford
5. 5
Complex Sale is discovering and nurturing
relationships and regularly updating
an organisation chart
Crucial throughout the sales process is the need to determine and validate frequently who will
make the buying decision. By mapping and updating the client decision process, sales and
marketing can clarify client decision-making roles and assure focused selling time on the right
person at the right time.
6. 6
– Build connections, individual testimonials
Linkedin
– Define and populate marketing actions field
Salesforce
Welcome pack - Thank you for choosing us - (6mths - year)
New business
ORG Chart
A knowledge resource based on the structure of each
company and key individuals within it.
Influencer Advocate
Decision
Maker
Customer life cycle database
Question 1
7. 7
Customer life cycle database
Customer life cycle sales - Titles and Names database of contacts we have;
– NO/Limited interaction with but would like an intro
– ALREADY interaction with
– NEED to engage with to make the purchasing decision
– WILL NEED engage with to complete the purchase
– SHOULD INFLUENCE to create further buying opportunities
Customer life cycle support /maintenance - Titles and Names database of contacts we;
– have NO/Limited interaction with but would like an intro
– have regular interaction with
– NEED to engage with to make the IT servicing decisions
– WILL NEED liaise with to complete the service
– SHOULD INFLUENCE to create further operational opportunities
9. 9
Example Banking Team
Question 1
Jane Doe
CEO & Founder
Motivation
95%
Inspiration
90%
Positive Mindset
75%
John Doe
CEO & Founder
Motivation
95%
Inspiration
90%
Positive Mindset
75%
Jane Doe
CEO & Founder
Motivation
95%
Inspiration
90%
Positive Mindset
75%
John Doe
CEO & Founder
Motivation
95%
Inspiration
90%
Positive Mindset
75%
10. 10
About John Doe
Decision maker
Industry: Banking
6 Security Pain Points
90
%
Number One
30
%
Number Two
70
%
Number Three
50
%
Number Four
80
%
Number Five
17. 17
01 Compliance
This is our agreed sales and
marketing messaging and
keywords for each channel
02 Digital technologies
This is our agreed sales and
marketing messaging and
keywords for each channel
04 Cloud
This is our agreed sales and
marketing messaging and
keywords for each channel
05 Customer data
This is our agreed sales and
marketing messaging and
keywords for each channel
03 Innovation
This is our agreed sales and
marketing messaging and
keywords for each channel
06 Training
This is our agreed sales and
marketing messaging and
keywords for each channel
DECISION
MAKER
2
1
6
5 3
4
Top 6 Pain Points
Question 1
18. 18
6 Company Persona
Messaging and keywords should be aligned to;
Managed service
Consultancy
Training
2 Factor Risk authentication (Cloud)
• What are their main concerns?
• Main drivers for communicating with us?
• Frequently asked questions
• Who they are? (Blueprint role mapping)
• What makes them tick?
• What content do they consume?
• Where do they eat/Socialise/ Sports interests
20. 20
What specific marketing results do you want most to be delivered in
100 days?
Determine and set expectations:
Focussing on top priorities aligned to overall annual goals.
Meet with, and get to know the team, partners and customers.
Look for trends in data: Salesforce & Hubspot
Understand the market place, clients, partners, competitors
Setting up industry updates and alerts,
Media analysts, editors, influencers
Define marketing plan.
Determine KPI’s
Monitor response and trends: Salesforce, Hubspot
Question?
Objectives Plan
Strategy
100 days
21. 21
+ new and existing opportunities = sales leads and prospects
XXX%
PPC
Thought
leadership
Events Digital SEO Direct
Feb 500 5 0 5 12 12
March 500 2 0 10 24 8
April 400 4 0 20 36 10
May 300 12 4 30 48 12
100 Days overview
22. 22
25% 50% 100% 25% 75% 35%
100 Days overview
What specific marketing results do you want most to be delivered in
100 days?
Determine and set expectations:
Focussing on top priorities aligned to overall annual goals.
Meet with, and get to know the team, partners and customers.
Look for trends in data: Salesforce & Hubspot
Understand the market place, clients, partners, competitors
Setting up industry updates and alerts,
Media analysts, editors, influencers
Define marketing plan.
Determine KPI’s
Monitor response and trends: Salesforce, Hubspot
Question?
23. 23
• MDF funding opportunities partnership campaigns
• Bi weekly marketing updates – Account managers look after what accounts
PARTNER MARKETING TEAM
• Case studies
• Co-branded technology overview documents
• Training webinars – YouTube tutorials – Product updates
CO BRANDED MARKETING
• Expert views series; Co-content creation
• Engage content to the partner channel social network
,
THOUGHT LEADER CONTENT
• CO PARTNERSHIP EVENTS
• Industry workshops
• Training and education days
TARGETED EVENTS
Technology Partnership Plan
